MAVERICK’S
Different buyers use different approaches to scaling. Sometimes duplication works; sometimes increasing the budget does. Here is how we work today.
With account bans in the mix, we have largely stopped duplicating ad sets. Our main focus is managing the budgets of campaigns that are already running.
01 /Increase budgets based on cumulative spend
When raising a budget, we look at how much the campaign has spent over its entire lifetime. We do not set the new daily budget above that amount.
- A campaign has a $10 daily budget and has spent $30 in total → we can raise its daily budget to $30.
- A campaign has a $30 daily budget and cumulative spend has reached $100 → we can raise its daily budget to $100.
At the same time, we check cost per deposit. Cumulative spend gives us a reference point for an increase; the campaign’s performance gives us a reason to make it.
02 /Start higher with proven creatives
With proven creatives, we may start at a budget of $250+ right away.
If the cost is too high, we try reducing the budget rather than switching the campaign off. We keep it running and check whether the cost per result returns to an acceptable range.
03 /Increase gradually
There is also a familiar approach for seeking more stable conversion performance:
Increase the budget by 20%, once or twice a day.
For example, after two increases:
$100 → $120 → $144
These days, we more often use actual daily spend as our reference. We choose the pace of increases for each campaign individually.
04 /What counts as a result
At every stage, we check the whole funnel:
Install → registration → deposit
A cheap install can be an early sign of traction. Registrations and deposits at an acceptable cost then need to confirm it.
The goal is to generate more deposits while keeping the target cost under control. An ad account can spend more without our help.